The only reason I can offer is the ads have the look of the silent movie era which ended in 1928. Exactly 80 years ago when they started making Shinola. But what silent movies have to do with this I have no idea.

Maybe a vampire in a coffin would have helped! Like how they melt with bright light n stuff! This campaign feels like theres something in the idea...but its not quite there. And the silent movies - 80 years - horror characters...too many stories at the same time!